UK's post-holiday shopping habits in 2024

The post-Christmas sales are almost as long-standing a festive British tradition as mince pies and the Call the Midwife Christmas special – but now that sales happen virtually year-round, have post-holiday sales lost their shine?

In the wake of the festive season, analysis of the British consumer's approach to post-holiday sales offers fascinating insights for businesses. A recent YouGov Survey (Serviced) of 2,021 adults in the UK sheds light on shopping trends and preferences during this period.

A third of Britons say that they never engage in post-holiday sales (32%). Contrastingly, three in 10 are strategic, participating only for planned purchases (29%). Price reductions are naturally a major draw, and about a quarter will only buy during the sales if an item is subject to substantial discounts (27%). Interestingly, a small but notable 8% always indulge in sales shopping. Women are slightly more likely to buy from post-holiday sales than males (10% females and 7% males).

So, what are shoppers eyeing up when it comes to sale time? Clothing, shoes, and accessories reign supreme, with seven in 10 prioritizing these items (69%). Electronics, excluding mobile phones, are also popular, attracting more than a third of consumers (36%). Beauty products (28%), packaged food and drinks (18%), and video games (16%), holidays (15%), mobiles phones (12%), sports (10%) and exercise equipment (6%) follow, highlighting varied interests among shoppers. As you would expect, parents are more likely to shop for toys (17%) compared to the general population (13%).

The digital shift is evident in shopping habits, with two in five opting for mobile or tablet-based online shopping (42%), making it the most popular option. PCs and laptops are the choice for about a quarter of consumers (23%), while traditional in-person shopping in local areas and out-of-town centers are favored by 19% and 12% respectively.

These findings offer a crucial glimpse into consumer behavior, aiding businesses in strategizing for post-holiday sales. The preferences for both product types and shopping mediums highlight the need for varied marketing approaches to cater to a diverse customer base.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on January 8-9, 2024 with a nationally representative sample of 2,021 adults (aged 18+ years) in GB, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region, and social grade to be representative of all adults in GB (18 years or older), and reflect the latest UK Statistical Authority population estimates.